1. Introduction

Self- promotion and Image

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Self- promotion and Image: One of the needs related to the use of media, as proposed by the Uses and Gratifications Theory, is the need to gain insights into one’s personal identity (Flanagin and Metzger, 2001). Web sites are regularly used for implementing impression management strategies (i.e. strategies that aim to control information about a person, an object, an entity or idea) (Connolly-Ahern and Broadway, 2007). Participation in online communities has also been connected with self- interest motives, like seeking to enhance one’s reputation (Faraj and Johnson, 2010). SNS are often used by politicians to facilitate campaign communication and improve their image as candidates during elections’ campaigns (Bor, 2014). In the academic context, blogs are often used as tools for sharing thoughts about academic work conditions and policies and even promoting one’s expertise by providing advice (Mewburn and Thomson, 2013), activities that eventually result in the creation of a virtual academic identity. Likewise, SNS have been found to be used by academics as tools for forming digital identities and engaging in impression management (Veletsianos, 2012). Many academics use social media in order to increase the visibility of their research and discuss their ideas with their colleagues (Lupton, 2014; Menendez et al., 2012). We suggest that academics’ need for self-promotion, which is the manifestation of someone’s abilities or accomplishments in order to be seen as competent by others (Bolino and Turnley, 1999) and enhancement of professional identity, affects their attitude towards using online technologies for engagement in a positive way.

H1: Academics’ need for self- promotion positively affects their attitude towards using SNS/other online technologies for academic engagement.

H2: Academics' need to maintain a positive image positively affects their attitude towards using SNS/other online technologies for academic engagement.

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